Posts Tagged ‘demand generation’

How PR Newswire Created a Customer-Centric Demand Gen Engine

January 13th, 2017

In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93% of B2B buyers prefer to transact online when they have decided what to buy.

After publishing this week’s B2B case study featuring cyber security firm SecureWorks’ transformation of its demand generation, I realized how vital a clear, built-out purchase path can be for both marketers and consumers.

With that, I decided to reach back to a Media Center Interview with Ken Wincko, SVP of Marketing, PR Newswire, who spoke at last year’s MarketingSherpa Summit on the topic.


To effectively engage and target buyers, Ken and his team developed a sophisticated buyer-centric go-to-market approach that employs tailored content aligned to key segments and personas across the entire customer lifecycle.

It starts, he said, with recognizing that customers have options and that it’s very easy for them to make choices on their own.

“What we’ve really focused on is becoming buyer-centric, and to focus on [buyers’] core informational needs,” he said. “What are their challenges? Where are the opportunities for them?”

Read more…

Demand Generation: Optimization Summit 2012 wrap-up for B2B marketers

June 29th, 2012

Optimization Summit 2012 wrapped up two weeks ago in Denver, and Amanda F. Batista, Managing Editor, DemandGen Report, sent along a few questions to get some information from the Summit to help marketers involved in the complex sale.

So, I grabbed Dave Green, Director, Best Practices, MECLABS, for his B2B view of Optimization Summit …


If you’d like to jump ahead to a specific spot in the video, you can use the links below:

00:25 – What are the most important metrics for B2B marketers to consider in today’s buyer-driven landscape?

2:04 – What are some of the key trends and imperatives in testing to optimize campaigns?

3:18 – Are there any particular case studies or anecdotal use cases that stood out at the conference this week?


Related Resources:

Gaining Business Leader Buy-in: 7 CEO personas

Event Recap: Notes from the Optimization Summit 2012 roundtable sessions

Lead Gen Apprentice Panel At Marketing Sherpa B2B Summit Puts Experts On The Firing Line (via DemandGen Report)

MECLABS Methodology (includes the MECLABS Conversion Sequence heuristic)